In this episode of Further Comments, hosts Damien and Horace are joined by Ben Chiriboga from Nexl to discuss how to effectively sell to lawyers in the age of artificial intelligence. They explore the dynamics of the crowded legal tech market, the role of storytelling in sales, and how Nexl’s CRM solution addresses the unique needs of law firms. The conversation delves into the complexities of relationship intelligence, the importance of data, and the intersecting roles within law firms. Tune in to hear valuable insights on demonstrating value to skeptical lawyers and the future of legal tech.

00:00 Introduction

00:46 The Role of Rainmakers in Law Firms

01:56 The Power of Storytelling in Sales

02:48 Challenges in Legal Tech and CRM Solutions

05:17 Understanding Law Firm Dynamics

08:16 Effective Sales Strategies and Personas

09:28 The Importance of Data in CRM

14:50 Roles and Profitability in Law Firms

17:34 Understanding the Dynamics of Messaging

18:10 Challenges of Selling to Law Firms

18:53 Crafting a Compelling Story

19:41 Startup Storytelling Strategies

20:23 Product Market Fit and Storytelling

20:38 Understanding Market Personas

21:47 Tailoring Messages for Different Legal Personas

23:12 The Importance of Data in Legal Tech

23:52 Solving Small Problems to Expand Market

29:43 Demonstrating Value to Skeptical Lawyers

30:24 Optimism in Legal Tech

34:31 Closing Thoughts and Reflections